---
id: "entity-fabrice-beaulieu"
type: "entity"
source_timestamps: ["byline"]
tags: ["author", "marketing-strategy", "brand"]
related: ["entity-mark-greeven", "entity-wei-wei"]
entityType: "person"
canonicalName: "Fabrice Beaulieu"
aliases: []
sources: ["geo"]
isSpeakerEntity: true
---
## Segment 3 — geo

## Article 15 — a015

# Fabrice Beaulieu

## Profile
Fabrice Beaulieu is one of three co-authors credited on this HBR research article. He contributes a **marketing- and brand-strategy** lens (his named perspective in the byline). His viewpoint is most visible in the article's treatment of how [[concept-agentic-commerce-d15]] disrupts performance marketing while brand marketing endures.

## Role in this source
Co-author / researcher; marketing-strategy perspective on the shift from human persuasion to machine eligibility.

## Attributed contributions
Jointly attributed with [[entity-mark-j-greeven]] and [[entity-wei-wei]]:
- Quotes: [[quote-machine-readable-trust-targeting]], [[quote-agent-shelf-competition]], [[quote-orchestrator-execution]], [[quote-china-edge-plumbing]], [[quote-designing-defaults]].
- Marketing-focused claims: [[claim-performance-marketing-disruption]], [[claim-brand-marketing-remains-essential]], [[claim-operational-excellence-as-growth]].
- Frameworks: [[framework-strategic-implications-leaders]], [[framework-designs-of-delegation]], [[framework-conditions-for-agentic-scale]].